T O O L B OX / C U S T O M E R S E R V I C E
The Art of the Follow-Up Often ignored or misused, follow-ups are important for customer retention BY PAUL HODOWANIC
up with a customer after his or her vehicle is serviced. “It’s really something not many people do in our industry, or in business in general,” she says. “So they are surprised, in a good way, that we are calling just to say thank you.” Diaz, owner of Wayside Garage in Seaside, Calif., requires her staff to call every customer three days after a visit to the shop. It’s no small task, as the shop services roughly 200 cars per month, but it’s one of several elements that she employs in her shop to make sure customers understand how much their business means to them. In doing so, Diaz has been able to increase ARO and revenue while maintaining strong relationships with her customers. Bob Cooper, president of Elite, preach2 6 / R + W / 12 . 21
es a similar message. Every shop should follow up with their customers anywhere between 24 and 72 hours after their visits. And it should be done with a phone call. “We’ve learned a lot about customer care calls throughout the years. One of the discoveries is that digital methods, like texting, are good, but nothing will beat human touch,” Cooper says. So what are the best practices to follow-up conversations? What should be said and what should be avoided? Ratchet+Wrench spoke with Diaz and Cooper to find out.
Decide who should call.
This is a common issue that Cooper receives regarding customer follow-ups, and there are pros and cons to all possibilities. Diaz has the service advisor that originally worked with the customer call. The
service advisor is told at the beginning of the day by the shop’s customer service representative who he or she needs to call that day. Cooper believes that’s a viable option, but cautions that service advisors may NAIL DOWN THE LOGISTICS. — It can be easy to forget some basics that will make the follow-up experience better for the employee and the customer, Cooper says. Keep these tips in mind when placing follow up calls: • Be well prepared with the customer’s information • Place the phone call from a quiet room, rather than a hectic shop floor • Be personable
PEXELS
Stacey Diaz is always a bit surprised at the reaction she gets when she follows
